O caso dos biscoitos para cães

"When we staked out the pet aisle, we noticed that while adults bought the dog food, the dog treats (...) were often being picked out by children or senior citizens. We realized that for the elderly, pets are like children, creatures to be spoiled. And while feeding Fido may not be any child's favorite chore, filling him up with doggie cookies can be loads of fun. Parents indulged their little ones' pleas for treats here just as they did over in the cookie aisle.

Because no one had ever noticed who exactly was buying (...) pet treats, they were typically stocked near the top of the supermarket shelves. (...) Move the treats to where kids and little old ladies can reach them, we advised the client (...) and sales went up overnight."

Fonte: UNDERHILL, Paco. Why we buy: the science of shopping. New York: Simon & Schuster Paperbacks, 1999, pp. 18-19